Silhouette : Innovating The Future of Eyewear At 60!
Reinhard Mahr of Silhouette Group shares the brand's 60-year journey
Marking 60 years of excellence in an exclusive interview with VisionPlus, Reinhard Mahr of Silhouette Group discusses the brand's pioneering journey, innovative designs, and bold plans for
the future.
VisionPlus : As Silhouette Group marks its 60th anniversary, it’s clear that the company has made significant strides in the eyewear industry since its inception in 1964. How has Silhouette's journey from its founding to its current status as a benchmark in premium eyewear unfolded?
Reinhard Mahr : Founded in 1964 by Anneliese and Arnold Schmied, Silhouette Group has grown from a small start-up to a global leader in eyewear with 1,300 employees. Innovation has been key, marked by breakthroughs like SPX+ polymer and the revolutionary Titan Minimal Art, the first rimless eyewear without screws or hinges, now celebrating its 25th anniversary.
The brand has expanded with NEUBAU EYEWEAR for progressive consumers and Evil Eye for sports eyewear. Silhouette’s commitment to exceptional quality, comfort, and design has made it a benchmark in premium eyewear and a trusted partner for customers and eye care professionals worldwide.
VP : Silhouette Group is one of the biggest independent players in the eyewear market. What have been the key factors driving this success over the past six decades?
RM : The Silhouette Group has filed 55 patents and won over 130 international design awards, reflecting its visionary approach and commitment to innovation. By recognising trends and pushing boundaries, the company fosters a culture where innovation is seen as an opportunity.
With a focus on Austrian-made quality, cutting-edge design, and exceptional comfort, Silhouette has built a reputation for excellence across its brand portfolio. Since 2017, its in-house Lens Lab has crafted precision lenses, enabling complete eyewear solutions. This holistic approach and dedication to serving customers have been key to the brand’s continued success in the premium eyewear market.
VP : How has Silhouette managed to maintain its reputation for creating the world’s lightest glasses consistently over the years?
RM : Let me put it this way: Pioneers never rest—they evolve. Our world-famous Titan Minimal Art weighs just 2 grams, making it one of the lightest eyewear in the world. Using proprietary materials like SPX+, even full-rim models are remarkably lightweight. Silhouette’s minimalist approach emphasises “less is more,” allowing creativity to thrive in lightness. This ethos guides their design philosophy, ensuring their eyewear remains innovative and adaptable.
VP : Looking ahead, what are the next big innovations or technological advancements Silhouette Group is planning to introduce? How do you foresee these developments shaping the future of eyewear?
RM : Silhouette Group embraces change as a driver of progress, with a strong focus on technological innovation and perfection. The company is pioneering 3D titanium printing for eyewear and plans to launch a revolutionary sustainable material in January 2025.
Digitalisation is a key part of their strategy, with tools like the Virtual Try-On at silhouette.com and evileye.com offering customers a virtual fitting experience. Additionally, the Buy Local initiative connects customers with local eye care professionals, blending digital convenience with personal service. This comprehensive approach keeps customers central to Silhouette’s evolving eyewear experience.
VP : Is it fair to say that Silhouette has successfully evolved from being perceived as eyewear for older individuals to now becoming an aspirational brand for even the younger generations? How did you achieve this shift?
RM : Our whole brand portfolio offers minimalistic eyewear that puts the wearer in the centre of attention. But we also have more edgy designs in our portfolio, tailored to a younger generation. For example, the 4 cool highlight shapes of the current Titan Minimal Art Collection. Innovative features like tinted lenses and Color Groove provide fashionable choices that attract a younger target group.
As we continue to push boundaries in eyewear design, all upcoming collections exemplify our ongoing commitment to providing our clientele with not only high-quality but also stylish eyewear.
VP : In a competitive market, how does the brand keep reinventing itself, and what unique strengths do you leverage to maintain your market position?
RM : The eyewear industry is evolving rapidly, driven by changing consumer preferences, online retail, and market consolidation. In response, the Silhouette Group is strengthening partnerships, expanding offerings, and optimising distribution to stay competitive. The company will introduce new styles and materials to broaden its appeal and enhance the customer experience with a 360-degree approach at points of sale. Focusing on growth in emerging markets like China, India, and the Middle East.
What makes the Silhouette Group truly unique is that through our three brands—Silhouette, Evil Eye, and NEUBAU EYEWEAR—we offer the perfect solution for nearly every consumer need: optics, sun, and sport.
VP : As Silhouette Group continues to innovate and lead in the eyewear industry, what is your vision for the next decade, and how do you plan to drive the company’s future growth?
RM : Silhouette Group is focused on strengthening its position in the premium eyewear market and expanding its selective distribution networks. The company is enhancing direct consumer engagement, sharing its values and product knowledge to help customers make informed choices.
A key milestone is the opening of its first flagship store, the House of Silhouette, in Vienna by the end of September.
This unique space will offer a personalised experience, showcasing all three brands—Silhouette, Evil Eye, and NEUBAU EYEWEAR.
The store aims to deepen customer interactions, complement specialist retailers, and provide an immersive experience that sets the stage for future success.
